TV Networks Give Emerging Media a Shot

MARCH 8, 2007

Mashups, wikis and virtual worlds aren't part of most network TV campaigns. Not yet.

If you're in the sights of a network TV marketer, you may get e-mail and mobile alerts to check a blog post featuring a podcast and a game. You may also view some online video. If things go really well, you'll spread the video virally.

TV networks are giving emerging media their best shot this year, according to a new study by 360i.

The four most commonly implemented media formats (e-mail alerts, blogs, audio podcasts and mobile) were used by at least 80% of the top 35 TV networks in the first quarter of 2007. The most common media format, the e-mail alert, was used by nearly all the networks.

The least commonly implemented media (mashups, virtual worlds, wikis, widgets/gadgets and tagging) were used by 8% of the networks.

"Marketers typically run social media campaigns as separate entities, and often social networks, blogs, mobile marketing, and other channels are run by different people or groups," said David Berkowitz of 360i. "What's clear from these results is that marketers must learn to connect the channels so that the sum is greater than each of its parts. When all the channels are connected, it will be easier for consumers to navigate through the entire campaign and remain engaged with the brand."

That covers marketers for TV shows. But what about sponsors?

It is important to remember that for most marketers, emerging media is just that: a potential complement to existing channels, with some elements of uncertainty involved, not for use in every campaign. Even search, which is a core element of many online campaigns these days, was only slated for 27% of 2007 media budgets, according to a November 2006 study of US advertising executives by the American Advertising Federation.

TV sponsors who are not already included in shows' emerging media efforts, however, might ask, "Why not?" If a TV show is already being marketed with multiple types of media, sponsoring those efforts could be a good way to test the emerging media waters.

Find out how DVRs and VOD will really affect TV viewing. Read eMarketer's US DVR and VOD Usage: Ad Skippers and Time Shifters report.